Apple pitches data center near Reno, gambles iCloud will pay off among other puns

Apple data centers are popping up like spring flowers: following its North Carolina, Oregon and California plans, it's now pitching a fourth data center in Sparks, Nevada, just outside of Reno. The enigmatically named Project Jonathan hub is expected to light up before the end of the year if it's given the green light. Not surprisingly, Apple is promising jobs for the area, although the company is choosing the location for a reason: it's hoping for tax breaks on top of the advantages that previously led it to funnel some of its money through Nevada. We'll have a better idea as to the fate of the data center when Apple argues for the project on June 27th, but it's reasonable to think Apple is eager to make the Sparks location a reality. The more capacity and reliability it can build into iCloud and iTunes, the better.